IA SUMMIT

New Orleans, LouisianaMarch 21 - 25, 2012

Schedule

Beyond channels: Context is king

When smartphones and tablets first emerged, designers focused on channel differences like screen size in order to understand the basics in this new area. It's time to set aside channel-centric planning and think of a user's context first.

Picture the customer planning their shopping list then later arriving at the store. They use their phone for both, but their needs and goals have clearly changed. Context thinking also helps us recognize when two or more channels might intersect, such as a bus stop ad with QR code and a user's phone.

Learn how emotional, social and physical contexts, as well as the context of connectivity, can help unearth smarter features and drive roadmaps for multichannel businesses and products.